Grant/Jacoby Bows Car-X Work

Grant/Jacoby tries to show that Car-X can give the same service as expensive dealerships in the agency’s new campaign for the chain.

Like several of the Chicago company’s competitors, Car-X wants to demonstrate that it capably handles more than simple things like muffler replacements, said Bernie Pitzel, executive creative director at the Chicago shop.

Television spots that roll out in regional markets this week depict a Car-X employee with a dealership mechanic. As the mechanic accomplishes tasks such as training a dog or playing a xylophone, the Car-X mechanic matches his every move.

“When everybody’s saying the same thing, you have to say it a little differently,” Pitzel said.